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Marketing Strategy and Plan Seeka Australia

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Added on  2019-11-25

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RUNNING HEAD: Marketing Strategy and Plan Seeka Australia - Marketing Strategy and Plan 8 Marketing Strategy and Plan Seeka Australia Contents Introduction 2 Value Analysis 2 Analysis of Uncontrollable Forces 3 PESTL Analysis 3 Political 3 Economical 3 Forces Social 3 Technology 3 Legal 4 Porter Five Forces 4 Segmentation, Targeting and Positioning 4 Marketing Mix 5 Place 5 Price 6 Promotion 6 Analysing Competitors 6 Conclusion 7 References 8 Introduction Marketing Plan is defined as a comprehensive written document which identifies specific goals and outlines marketing efforts

Marketing Strategy and Plan Seeka Australia

   Added on 2019-11-25

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RUNNING HEAD: Marketing Strategy and PlanMarketing Strategy and PlanSeeka Australia
Marketing Strategy and Plan Seeka Australia_1
Seeka Australia - Marketing Strategy and Plan1ContentsIntroduction...........................................................................................................................................2Value Analysis......................................................................................................................................2Analysis of Uncontrollable Forces.........................................................................................................3PESTL Analysis................................................................................................................................3Political..........................................................................................................................................3Economical....................................................................................................................................3Social.............................................................................................................................................3Technology....................................................................................................................................3Legal..............................................................................................................................................4Porter Five Forces..............................................................................................................................4Segmentation, Targeting and Positioning..............................................................................................4Marketing Mix.......................................................................................................................................5Place..................................................................................................................................................5Price...................................................................................................................................................6Promotion..........................................................................................................................................6Analysing Competitors..........................................................................................................................6Conclusion.............................................................................................................................................7References.............................................................................................................................................8
Marketing Strategy and Plan Seeka Australia_2
Seeka Australia - Marketing Strategy and Plan2IntroductionMarketing Plan is defined as a comprehensive written document which identifiesspecific goals and outlines marketing efforts to achieve that specific goal. It is part of overallbusiness plan. Important objectives of any marketing plan are effective communication ofproposed outlined marketing efforts to all stakeholders, verification of internal consistencywith proposed plan and helping in management’s decision making (Chernev, 2015). Thisreport discussed Seeka Australia in the aspect of marketing strategy and plan. Seeka wasestablished in 1980 and grown to one of the largest producer, grower, supplier and marketerof kiwifruit in Australia and New Zealand. Seeka Australia Pty Limited is 100% ownedsubsidiary of Seeka Limited. This company falls under consumer products industry and itssub-industry category is agricultural producers. Australian agriculture industry hascompetitive advantage due to its strong export focus (Seeka, 2015). The importance ofagriculture industry has increased in manifolds all around the world. Seeka has strongdomestic market presence and it is working on its expansion plan to enter untappedinternational market as European market. In European market, quality produce of Seeka hasan opportunity to generate higher returns. Value AnalysisSeeka Australia’s product portfolio includes Australian produce such as Apricots,Cherries, European Pears, Nashi Pears and Plums. From Australian orchards, Seeka produceHayward kiwifruit. It also imports topical fruits like pineapple, banana and papaya fromPhilippines and Ecuador. Its major service portfolio includes orchard leasing andmanagement, harvest and post-harvest services including packing and storing and integratedmarketing services. European market is a major producer and consumer for kiwifruit. InEuropean market, presence of major industry players made the market more competitive. Themajor market players are Kiwi Fruit Garden Ltd., Zespri and Novagrim and many others.There is huge scope of growth in European market as importance of kiwifruit got increased inconsumer health aspect and in turn it has increased market opportunity in a sustainable way.Seeka has to design its value proposition in accordance with its consumer and marketdynamics. As the market is characterised with huge customer demand, Seeka has to plan
Marketing Strategy and Plan Seeka Australia_3

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